The only reason this website seems to work is because it belongs to Gwenyth Paltrow. I haven’t found anyone who ‘gets it’.

Goop does not embrace internet terms.

A web magazine written by one person about their life is called a blog.

Goop can call its posts ‘articles’ all it wants but in doing so alienates itself from the blogging community. I could see the use of another term if this website was launched five years ago when blogs weren’t nearly as prevalent . But nowadays, bloggers are used as experts on television news programs and followed by media types on social media for story tips.

Bloggers are far from obscure and distancing yourself from a group of people also trying to create online content seems like a silly thing to do. Let’s not mention the fact that bloggers spend a lot of their time talking about and linking to other websites. Not one of them? That certainly makes it hard to become part of the community.

It’s unclear whether the site is compensated for the products it endorses.

A whole section of Goop is called ‘Get’ and seems to endorse cool products. No where on the site could I find policies about these products. Does Gwyneth Paltrow receive financial or other compensation for putting these products on her site? Does she personally use them? It’s hard to say.

As a reader of the site, I’d like to know. A simple ‘About’ section of ‘FAQ’ would do wonders at answering some small questions about the site and its policies.

Goop doesn’t link to other sites.

Not linking to other sites makes you 1) less connected with other web developers and 2) doesn’t help your search engine ranking. This is why all bloggers have a blogroll or list of links we like: because it’s good for us and good for the people we link to.

Not having many (or perhaps any) links off the site seems like a missed opportunity, not only for increased traffic to Goop but also for Paltrow to use her star power to help out smaller sites. You can’t buy the kind of good buzz that would create.

<
div>In short, celebrities can get away with things the rest of us can’t.

Most regular people can’t get away with a ‘this is stuff i like’ blog, if only because most of us have a limited audience. There are probably 30 people in my life who would care about everything Nicole Ouellette likes in my case. I am not Oprah, and this is why my blog entries have an undercurrent of money and marketing. It is why most blogs have a topic or subject they are about: more universal appeal.

What is Goop about? Whatever Gwenyth Paltrow feels like needs to be covered that particular week.

As my Twitter friend Marc Pitman puts it, it looks like Goop is “trying to do WAY too much”. I agree.

Some people do like a website that covers a lot of ground though, but for those of us who like to know what to expect, it’d be great if there’d be a preview of what’s coming up. No doubt the staff that maintains this site plans ahead for content and letting readers in on the not-so-distant future offerings I think would lead to increased overall satisfaction with readers.

Also, it would be great if Goop engaged it’s readers in some way. Featuring helpful comments in the weekly newsletter or having reader guest bloggers would no doubt increase Goop’s appeal and further connect it to other cool things going on online.

While Goop has interesting written content and a clean design, the posts have no photos.

The posts on Goop are text heavy; it would be great to have some graphic elements to get the content more skimmable and make the website prettier. Perhaps this is a place where readers could contribute if they knew about the topic ahead of time. Just an idea…

In short, Goop is not the world’s most terrible website but it could further its mission with some thoughtful tweaks and increased reader engagement.

My dog has recently become very ill and after taking her into the emergency vet yesterday, it was found she has two tumors on or near her heart. This is both a risky and costly surgery, and one that’s almost impossible for my 15 year old dog.

Each Monday, I profile a person or company doing something cool online to promote themselves. If that’s you or someone you know, contact me. I love new ideas in internet marketing!

Maybe it was the television commercials with all the beautiful but also competent business owners or the fact that I’m completely fed up with my bank but I finally activated my American Express business card this weekend.

In straightening things out for my new accountant, I wanted to set up some recurring business charges and create a business only Paypal account on this new card.

I originally got this card because of the benefits (Cash back? Points for things I need? Cool!) but I realize my decision was made because of some subtle (or maybe not so subtle) things American Express has done to brand this whole Open concept.